More than half (51%) of people who bought a new car in 2023 bought the same brand they had bought last time, according to S&P Global Mobility’s Automotive Loyalty Awards. Tesla
TSLA,
claimed higher owner loyalty than any other car brand, repeating its win from last year.
While Tesla won for individual brands, General Motors
GM,
took top honors among automakers. GM operates four brands in the U.S. – Buick, Cadillac, Chevrolet, and GMC. Researchers highlighted “high migration patterns across its four brands” but said total loyalty was enough for the company to claim its 20th win in 28 years.
Tesla also had the most conquest buyers — people who switched brands to buy a new car.
Also see: ‘Automakers are sweetening deals’: The average new car price is down; inventory is up
For the first time, the study also noted the single model that won the most repeat buyers. It was neither a GM nor a Tesla product. The Lincoln Nautilus midsize SUV took the award. “More than 42% of Nautilus owners returning to market for their next vehicle chose another Nautilus during calendar year 2023,” researchers wrote.
Plus: The most and least reliable car brands for 2024, according to Consumer Reports
Nissan
NSANY,
buyers proved more likely to return to the same dealership where they bought their last car.
The winners:
Manufacturer and make loyalty awards
| Overall loyalty to Manufacturer | General Motors* |
| Overall Loyalty to Make | Tesla* |
| Overall Loyalty to Model | Lincoln Nautilus |
| Ethnic Market Loyalty to Make | Tesla* |
| Most Improved Loyalty to Make | Acura |
| Overall Loyalty to Dealer | Nissan |
| Highest Conquest Percentage | Tesla* |
| Highest Alternative Powertrain Loyalty to Make | Tesla* |
| Most Improved Alternative Powertrain Loyalty to Make | Mitsubishi |
Segment model loyalty awards
| Small Utility | Nissan Rogue |
| Midsize Utility | Jeep Grand Cherokee |
| Full-Size Utility |
Ford F, Expedition |
| Midsize Utility | Ford Maverick |
| Light-Duty Pickup | Ford F-Series |
| Heavy-Duty Pickup | GMC Sierra 2500/3500 |
| Van | Chrysler Pacifica |
| Sports Car | Dodge Challenger* |
| Small Car | Chevrolet Bolt* |
| Large Car |
Honda HMC, Accord |
| Luxury Small Utility | Lincoln Corsair |
| Midsize Pickup | Lincoln Nautilus* |
| Luxury Full-Size Utility | Land Rover Range Rover* |
| Luxury Sports Car | Porsche 911 |
| Luxury Small Car | Cadillac CT5 |
| Luxury Midsize Utility | Lexus ES* |
| Luxury Full-Size Car | Mercedes-Benz S-Class* |
* denotes a repeat winner from 2022
This story originally ran on KBB.com.
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